Why Dewar's Gets it

As we've seen over the years, it's quite rare when a spirits brand can figure out a distinct brand positioning for itself, and then be able to communicate it without burying it in esoteric language and over-produced images of people they would like to drink the stuff. So kudos to Dewar's for defining themselves quite appropriately as "the drinking man's scotch," and for wisely refraining from using manufactured images of the "drinking men" they are referring to.

Those of us who drink scotch on a regular basis will tell you that it is not the 18-year Macallan or Johnny Black we reach for when we need a bracer or two. It's Dewar's; quite possibly the most drinkable everyday scotch on the market and easily the best value. The Famous Grouse is right there as well, and to some, has a richer flavor thanks to its blend of esteemed single-malts (Highland Park, Macallan, Glenrothes and others). But it lacks the no-bullshit, "just start pouring" attitude that Dewar's has which is why "The Drinking Man's Scotch" works so well for the brand.

The heavy influx of single-malts has grown the scotch category immensely, but because so many are well-aged and thus expensive, the category feels out of reach to your everyman drinker. A guy at an upscale steakhouse may go for the drink menu after dinner and order a nice single-malt, but if he heads to a bar afterwards, he'll be on to something else.

With all of the fancy, new aged bourbons and ryes which also carry heavy pricetags, the everyday American whiskey drinker can still sidle up and order a Jack Daniels and not have to worry whether he'll be able to cover the tab. And on top of that, a guy can feel like a man when he orders it: "Jack on the rocks, please." 

It would seem that the single-malt pedigree of The Famous Grouse actually stands in the way of the brand feeling accessible to guys who really drink? And brands like Chivas Regal can run but never really hide from feeling like that dusty bottle in the back of your grandparent's liquor cabinet that came out once a year for a guest who asked for a scotch.

"Dewar's on the rocks, please."